The UK’s Committee of Advertising Practices (CAP), which works alongside the Advertising Standards Authority (ASA), has issued an Enforcement Notice requiring game publishers to clearly disclose loot boxes in advertisements and app store listings. The move follows reports that several games were not clearly communicating the presence of loot boxes to players. CAP has said that this information must be prominently displayed so users can see it without navigating through long descriptions or hidden sections.
Publishers have been given three months to review and amend their advertising content. From May 26, 2026, CAP will actively monitor app store listings on both the App Store and Google Play and take targeted enforcement action against publishers who fail to meet the required standards.
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What Counts as Proper Disclosure
CAP has provided guidance on what constitutes sufficient disclosure. Phrases such as “includes random-item purchases” or “contains loot boxes” are generally considered compliant if placed in a prominent location on the listing. The regulator emphasizes that the information must be visible upfront, as the presence of loot boxes is considered “material information” – details that players need to make informed decisions about downloading or purchasing a game.
Why Publishers Are Responsible
CAP clarified that publishers, rather than platform holders, are responsible for ensuring that their advertising complies with the rules. While built-in labels indicating in-app purchases exist on many app store pages, CAP has previously ruled that these are not enough to communicate the presence of loot boxes. Both Apple and Google have been informed of CAP’s previous investigations and will also be notified of the Enforcement Notice.
Joseph Cahill, CAP’s compliance executive, said the Enforcement Notice ensures players receive necessary information about in-game purchases before they download or buy a game. He emphasized that the notice sends a clear signal to the industry: if a game includes loot boxes, that information must be made obvious to players.
Next Steps for Publishers
Game publishers are expected to review their advertising content and app store listings to ensure compliance with CAP’s guidance. Failing to make loot box use clear and prominent could result in enforcement actions, including public rulings against the publisher. CAP’s notice aims to standardize transparency practices across the industry, giving players more confidence and clarity when selecting games.
Source: PocketGamer
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Frequently Asked Questions (FAQs)
What are loot boxes?
Loot boxes are in-game items that players can purchase or earn, containing randomized rewards such as skins, characters, or other virtual items.
Why is CAP focusing on loot box disclosure?
CAP considers the presence of loot boxes “material information” that players need to make informed decisions. Ensuring transparency helps consumers understand the types of in-game purchases they may encounter.
Do the rules apply to all games?
Yes. Any game containing loot boxes advertised or listed on the App Store or Google Play must clearly disclose their presence.
What counts as proper disclosure?
Phrases like “includes random-item purchases” or “contains loot boxes” are sufficient if displayed prominently, without requiring users to scroll or click through long descriptions.
Who is responsible for compliance?
Game publishers are responsible for making sure their ads and listings follow the rules. Platform holders, such as Apple and Google, are informed but not the primary target for enforcement.
When will enforcement begin?
CAP will start actively monitoring listings and ads on May 26, 2026, after a three-month period for publishers to update their content.
